PUMA x XO collectively create a second collection for Spring/Summer 2018, drawing a strong influence from travels and culture. The sportswear series blends cultural influences from the East and West to represent The Weeknd's constant jet-setting lifestyle. It translate through the merge of various stylistic themes, timeframe influences, and cultural details.
The images and campaign video show the PUMA x XO sportwear pieces that take on a subtle militaristic style. Some standout items from the collection is the half-zip pullover sweater coated in a red color palette and the black embroidered jacket. The sneakerboots are another notable piece, merging together a sneaker silhouette with a more rugged boot look. It has a gum-hued sole foundation and a all black upper on top.
Travel-Inspired Celebrity Capsules
PUMA x XO Craft a Second Joint Capsule Merging The East & West
Trend Themes
1. Travel-inspired Fashion - Opportunity for clothing and accessory brands to create collections inspired by cultural influences from different regions.
2. Militaristic Style - Chance for fashion brands to explore the combination of militatry-inspired designs with athletic wear.
3. Hybrid Footwear - Potential for sportswear companies to merge sneaker and boot styles to create hybrid footwear options.
Industry Implications
1. Athletic Wear - Growing market for brands to create sportswear pieces that incorporate cultural influences into their designs.
2. Fashion - Opportunity for clothing brands to experiment with the combination of military and athletic wear styles.
3. Footwear - Trend towards hybrid footwear styles opens up possibilities for sportswear companies to explore new design options.